The future of advertising lies in the hands of MarTech, say experts

Picture source: ThinkStockMarketing Technology (MarTech) is being hailed as the future of the business, across startups to the Fortune 500 companies. With a variety of online tools mushrooming, marketers want to deep dive into understanding every bit of technology that may help them modernise their strategies.

At ad:tech this year, experts helped the audience understand how to connect dots between technical possibilities and strategic opportunities while reshaping marketing practices.

Alokedeep Singh, head e-commerce, Titan, works closely with companies like IBM and TCS to understand various aspects of MarTech right. While online sales of his few brands are just picking up, he says that he is observing huge navigation to the stores through various online activities.

For Meera Iyer, head of marketing, BigBasket, MarTech is all about fetching insights. According to Iyer, with specific data, scaling up gets a new meaning, and can be looked beyond engagement.

GroupM South Asia’s chief strategy officer Tushar Vyas considers MarTech as a simple route through which brands can discover consumers, measurement, content and more. On the other hand, Pankaj Khushani, head-media technology solutions - Sea, India and Korea, believes while data is like a gold mine, it is all about how brands slice and dice it.

While Vyas and Khushani’s daily business to understand the evolving technology opportunities, Singh and Iyer are constantly looking to learn more about MarTech on a day to day basis.

Iyer admits, for someone like her who is new to the startup culture, exposure to MarTech is purely on her job. Singh also admits that he is self-taught when it comes to understanding about various metrics and tools that help him shape his business better every day.

Marketers like Singh and Iyer believe that brands should keep an open mind while agencies approach them. And, if marketers don’t have the appetite to experiments, agencies should remain persistent. Advertising will see a new phase, once clients-agencies come together because of technology. The future indeed looks extremely promising.